Chicago in the summer is what every resident looks forward to. At the beginning of June, the days begin with a cool 14°C, spike to a warmer 25°C, only to relapse by the end of the evening. It rarely rains, though I have been caught out in a heavy downpour with no taxis around while attending NeoCon and Design Days at Fulton Market. Thankfully, this year wasn’t that. Day one started overcast but was soon greeted by the sun by mid-day, which sustained through the days.
In my view, it is the best time to see the city and enjoy the architecture. Known as the birthplace of Modern Architecture and the American Skyscraper, Chicago’s cityscape is steeped in historic relevance. The Mart (the venue for the 55th edition of NeoCon) itself is a structure of significance; it is the largest commercial building the city has to offer.
However, the Mart has been subject to a growing undertone of ‘Which day are you visiting Fulton Market?’ for the past two years. And NeoCon 2024 wasn’t any different. So, we unusually began our journey with Design Days this year. That doesn’t mean whispers of NeoCon being at its heaving best on day one (as it usually is) eluded us. The image of the staple long lines at Merchandise Mart for the elevators is etched into my memory. Years of practice even have all the ushers moving the people down to a science.
On the other hand, Fulton Market’s Design Days is in its third year and is getting better organised with each iteration. The maps are out, more companies are participating, and more restaurants are joining the mix. Arper’s new space with a shaded terrace (convenient for unpredictable weather) was genius, and rumours of Steelcase and its companies joining the fold next year made rounds.
I believe the larger firms leaving the Mart make way for newer European or North American brands to take up permanent space. Floor 7 of the Mart (temporary spaces) does not quite provide the same platform. The permanence of the showrooms allows exhibitors to put their best foot forward on renovating their spaces without the worry of sunken costs you expect in regular trade shows. If you want to get a foothold in the American market in the workspace industry, The Mart and Fulton Market are the juggernauts – in that order. Although, in my opinion, Design Days might challenge NeoCon’s status quo before 2030 is out.
Yet, as it stands, both NeoCon and Design Days are still predominantly North American. As someone travelling from the East, the journey is long – made arduous with a 90-minute immigration line and an equally long exit. The exhibitions are also wedged between Clerkenwell Design Week and 3daysofdesign. With the latter gaining rampant social media popularity, the footfall competition could get stiff.
Currently, two things make NeoCon and Design Days worth the miles. Seeing a manufacturer in their home country is better than any satellite showroom. You get all the key leadership team members there in one place and can make a decision or get an answer equally quickly. Products showcased usually make their way into the MEA market six months later. Being able to inform our audience of this ahead of time is priceless.
